The platform has also introduced new metrics in a bid to bring in more transparency for brands.
Facebook has rolled out playable ads across its Audience Network. These are available in the interstitial format and as rewarded video. Playable ads were rolled out within the News Feed in 2018 and drove a 60% jump in app installations.
In the case of rewarded video, users will be able to interact with a gaming ad for 15 seconds before a call-to-action for installing the advertised app appears. For rewarded video, initial data indicates a CPM that is higher by 60-85% as compared to regular video. In the interstitial format, users can engage with the ad or download the game after 5 seconds.
Facebook has also introduced three new metrics to bring in more transparency for brands. These metrics will help gaming advertisers determine key points where they lose the audience.
[2 minute read]